Digital Marketing Communication

Digital Marketing Communication

In this lesson, you’re expected to:
– discover a framework for planning your digital communication
– understand the importance of interacting with your customers in a meaningful way
– learn about key digital marketing tools and techniques

What is Digital Marketing Communication?

Digital marketing communication can be understood as ‘communication and interaction between a company or brand and its customers using digital channels (e.g., the Internet, email, mobile phones, TV) and information technology’.

Digital marketing facilitates interactivity, electronic word of mouth (eWOM) and the development of online communities. 

Why is Marketing Communication Important?

Most of the problems that brands face nowadays result from problems in marketing communication. Many marketers have not updated their strategies to today’s consumers who are more demanding in terms of customers service, less loyal to favorite brands and more resistant to traditional marketing messages.

[Optional] How Important are Digital Communications?
Check out this article to see some key statistics about digital communication:
Company Customer Interactivity
Some people find that the lack of social interaction on the internet is a barrier for them carrying out online shopping. In response, retailers now include personal characteristics on their websites, to provide consumers with the feeling of being served when shopping online.

Ikea was one of the first companies to use a chatbot – they launched its virtual assistant, Anna, as a way to guide people around its website. But as times changed and technology developed, last year, Ikea decided to remove this feature.

Online Personalization

Online personalization is ‘the ability of a company to recognize and treat its customers as individuals through personalized products or service design, personal messaging, targeted banner ads, special offers on bills, or other personal transactions’.

Research suggests that social cues (i.e. cues based on human characteristics) can facilitate the development of website sociability.

Retailers can contribute to consumers’ online experiences by adding social cues that enhance their flow, pleasure and arousal. Four online social cues should be considered potentially powerful marketing tools in retail website design:

1) Language: The language of a ‘high-social’ website should be written text as well as spoken language.

2) Social Role: A tour guide may welcome visitors and thank customers when they log off. Another option is a livechat feature.

3) Interactivity: Ask the visitor to indicate certain interests or needs and respond to them in a proper way. For example, the tour guide may ask, ‘Are you looking for something specific?’, and then provide a list of options.

[Optional] 5 Ways To Improve Customer Interaction On Your Website
Framework for a Digital Communication Plan
Creating a successful digital marketing strategy framework is essential to ensure the success of your planned communications and more importantly ensuring your team & business support your vision.

It also offers a system that is easy to understand in its positioning as well as assigning specific metrics to monitor, manage and measure the performance of the campaign, whether the strategy has fulfilled the specific digital marketing objectives that have been set.

The purpose of this framework is to understand the key market drivers that impact your brand and identify issues that may restrict your progress in meeting objectives by following a framework created by Chris Fill (2009) that is categorized into four key areas:

1) Organization Health Check
2) Barriers & Opportunities
3) Creative Idea
4) Engagement Strategy

1) Organization Health Check

Some key areas to focus on are: customer, business, internal/external contexts.

a) Customer Context: This is defined by highlighting specific segments of customers who interact with your business.

b) Business Context: What is your corporate & marketing strategy? In other words, how do you differentiate your business from the competition?

c) External Context: Think about your external environment and list out who your key stakeholders are such as your:
– consumers (create personas of the types of people you attract)
– media (which media channels offer interaction with the end user?)

2) Barriers & Opportunities

Below are some suggested barriers and opportunities you may consider if you are creating a communications framework for an online retailer:

– Retail Competitors: Level of competition within the market place, identify each competitor’s USP.
– Brand’s Influence: Level of influence your brand has – what domain level of trust? Relationship your brand has with your direct product suppliers, customers (repeat purchase rates?)
– Strategic Partnerships: Have you managed to create an affiliate marketing strategy and is your online proposition encouraging affiliates to buy into your vision to sell your products?

3) Creative Idea

The creative idea should be developed taking into account what your objectives are.

The creative element is a brief overview on “what you plan to do and to create a storyboard or guide on how you plan to meet your objectives”.

Look to element to life by including a visual of the idea or product launch which can be crucial to ensure the promotion stands out during the campaign and acts as a sign-post to potential and existing customers.

4) Integrated Engagement Strategy

This includes the specific tactics to be used, justifications, audience profile and how all of this is to be managed, measured and monitored.

Digital Marketing Tools & Techniques
In today’s world, it’s impossible to overstate the importance of digital marketing to the success of your business. Successful companies are carving out virtual space to respond to customers, to create connections with industry leaders, and to tell the story of their brand in a creative, genuine, and visually engaging way.

Digital marketing offers the invaluable opportunity to assess, which elements of your strategy are working, or not in real time.

Simple new digital marketing techniques give every company the chance to make an impact online.

With that in mind, here are five marketing tools and techniques to help with your digital marketing communication strategy:

1) Content Marketing Techniques

One of the most frequently dropped buzzwords in digital marketing, content marketing is essentially storytelling for your brand.

“Content” can be virtually anything with a clear message: a series of attention-grabbing images, videos, blog posts, or news items.

How is it different from traditional marketing?
Content marketing differs from traditional marketing tools in its resistance to overt calls-to-action or purely product- or service-based ads, and smart consumers have developed a way to distinguish quality content from useless advertising.

Like a good story, good content is original, dynamic, and shareable. Truly effective content marketing uses an accessible voice to tell genuine stories that gain the trust of the consumer and build a positive reputation for the brand.

Content marketing is also inherently flexible. Consider ways to reframe your story or message to target different consumer groups with whom you may not have a one-to-one relationship.

2) Social Networking Tools

You’re probably already using at least one form of social media as a way to connect with your customers – and if not, what are you waiting for? Social media is one of the best marketing tools for humanizing your brand and connecting with your customers in real time.

A strong digital marketing strategy incorporates all social media platforms appropriate to your organization, including Facebook, Twitter, LinkedIn, Google+, Instagram or Pinterest. 

These tools have different purposes:
– Twitter has become a virtual telephone, a way for customers to lodge complaints or ask questions.
– Image-driven social media such as Instagram and Pinterest are a great way to get viral with visual storytelling.

It’s also vital to stay connected to new trends, such as LinkedIn’s Influencers program, which promotes industry insiders as thought leaders and offers them a forum to share wisdom.

3) Go Mobile

More and more of us are accessing information on-the-go. Having a website that uses responsive design for various mobile formats – smartphones, tablets etc – gives your company a competitive edge.

Many marketers are now taking mobility a step further by using location data garnered by customer check-in tools like Foursquare or Facebook, or data provided by Adwords and GPS, to target marketing campaigns and build a more complete picture of who your customer is, where he goes, what he wants, and when he wants it.

Understanding the context of your customer’s desires and behavior is key to targeting your offerings to maximize what is actually needed. 

4) Retargeting

Retargeting (or remarketing) is one of the most interesting marketing techniques. It tracks customers through cookie placement and continues to show them ads for products they’ve viewed in the past across a network of websites.

Since only 2-5% of traffic converts on a first visit, retargeting is a simple, powerful way to keep your brand and product in the minds of potential customers and requires little effort on the part of the company. As the technology for retargeting improves, flexible brands will stay on top of the trend to find more organic ways to raise brand profile.

[Optional] What is Retargeting and How Does it Work?
5) Community Building

The common thread in these digital marketing techniques is the need for brands to cater to the desire of consumers to be seen as individuals, and not just as a number. Brands need to prove a genuine interest in the personalities of their dynamic customer base and to treat communication as a way to build an authentic, like-minded community.

As we grow more digitally-driven, the physical community of neighborhood commerce is giving way to more fluid and larger communities online. Even brick and mortar companies are now global participants. Digital marketing offers a way to move beyond your field and into the world at large.

Jim Rohn Sứ mệnh khởi nghiệp